C. Cultural, Social, Personal, Psychological Factors...

C. Cultural, social, personal, psychological factors influencing the consumption of Flora spread – Pham Ai Tien LE One of the factors that heavily contributes to the success of a business is to understand the desires come from the customers. Understanding consumer behaviour and what your current and potential customers may want and need is arguably the most important part of running a successful business (REF). Consumer behaviour refers to the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. (REF) This behaviour can be broken down into certain characteristics that influence the consumption of a particular brand or product, which include the social,†¦show more content†¦(Ref Textbook). The impacts of Opinion leaders and businesses using online social networks have a strong influence on consumer behaviour socially. People often define themselves in terms of certain group memberships. These social identities are common in current life. People see themselves as being part of a country, gender, race, p olitical movement, sports team, consumer group or organization. The market segment targeted by Flora is the health-conscious segment, characterised by individuals who monitor their diets but desire to maintain an enjoyable lifestyle. The way in which Flora are able to gain success in certain social groups is by satisfying the consumer’s product wants and needs. From this, there are a variety of social influences that will lead to more consumers buying the product. One of these factors is through the use of Key opinion leaders. A Key opinion leader is a reference group member who provides information about a specific sphere that interests reference group participants. This person, whether it be a friend, role model or even a celebrity who shares the thoughts of consuming healh-friendly product. As a result of using a key opinion leader to promote a company, Online social networks are another increasingly popular method of how businesses influence their customer’s consumption of their product. 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